Creating a responsive web design was central to the project, to ensure that all content would render correctly across multiple devices. We also designed a simple navigational display, streamlined to the bare essentials. The homepage was given a fresh clean design, with offers divided into ‘Must-Have’ perks, weekly perks and ‘Everyday’ perks - offering easy choices for users. A key focus of the design for the offer page itself was how to communicate the details in the clearest way possible. Simple boxes for cost, when, where and how to redeem the offer were designed - so that the essentials could be viewed at a glance. We also added a ‘plus’ icon which instantly showed users the value or saving of the ‘perk’.
Location services were introduced to assist consumers in their selection of offers. Readers can search either by location (identifying what perks are available near them) or desired perk (identifying the closest point of redemption). All search requests are retrieved via a Google API, providing an almost instantaneous response.
As specified in the brief, certain rewards would require the user to answer a short list of questions prior to redemption, but for optimal user experience this was developed as an optional feature.
In tackling fraud prevention, the team came up with the concept of an animated membership card. The design would be unique to each user, while the animation would prevent the ability to screenshot the image and duplicate the card. The user would need to present the live version of the membership card when redeeming offers, and it could be verified in real time. Transactional data would also be communicated via an API to Sky IQ, who provide News UK with a continuous stream of customer insight.
Seamless integration with News UK’s security system was also built in, to avoid risk without impacting on the user. In order to access content and redeem offers, customers log in using either their personal identification number or a unique number that can be found on printed editions.
Both design and development teams had to take into account that the number of available offers would vary on a weekly basis. For this reason, the perks section of the site was designed to be highly adaptable with flexible formatting. To deliver such an adaptable and user-friendly site, we created a bespoke CMS with Backbone.js, which meant the team at News UK could edit the vast majority of the content modules themselves. An asset library stored all offers, allowing content editors to utilise a catalogue of historical uploads.
The adaptable and responsive web design was assembled using a fluid ‘mobile first’ technique to ensure content optimization across all devices. The site also needed to be able to support high volumes of traffic, so we used Node.js for the build, which allows for increased server capacity and greater scalability over alternatives such as PHP.